What is a Digital Marketing Assurance Platform and Why Do You Need One?

• 59% of companies have experienced a data breach caused by a third-party vendor, and the average enterprise website now runs over 90 Martech tags per page, each connecting to external tags and files that can number in the thousands. Most of these connections are invisible to the site owner, and any one of them can change at any time to introduce a data leak, a security vulnerability, or unauthorized access to customer PII.
• A Digital Marketing Assurance Platform (DMAP) continuously monitors every code change across the entire tag ecosystem, combining machine intelligence with human expert analysis. Unlike one-time audits or rule-based scanners, a DMAP flags suspicious changes for investigation in real time, catching both intentional data theft and accidental data leakage that would otherwise go undetected.
• Protecting customer data from third-party Martech risk is no longer solely an IT or CISO responsibility. Digital marketers are the domain experts for the technologies they deploy, and they bear operational responsibility for the third-party JavaScript running on their pages. A DMAP enables marketing teams to use the tools they need while maintaining an additional layer of protection against PII exposure.

Martech tools provide significant benefits, but did you know that 59% of companies have experienced a data breach caused by a third-party vendor? These breaches harm a company’s reputation, and can result in lost customers, lawsuits and even fines from legislation such as GDPR, CCPA or COPA. A Digital Marketing Assurance Platform (DMAP), enables organizations to take advantage of all the useful digital marketing technologies that are available, while also providing certainty that your customers’ personally identifiable information (PII) is safe. Because, unfortunately, many of your most valuable martech tools might be leaking that information right now and you wouldn’t even know it.

Here are some of the most popular martech tools you may be using, all of which introduce risk to your enterprise website.

In 2010, enterprise websites had an average of three to four martech tags on every page. Today, those tags have increased to more than 90. While extremely useful, the explosion in marketing tools has also meant an equally big burst in the ever-increasing risks bombarding your enterprise website. That’s because each of those martech tags on your page connects to other tags and files outside of your page, and each of these connect to other tags and files, which connect to others. These third-party connections can number in the thousands—most of which you are likely completely unaware of. The complexity can be daunting; following all those connections, close to impossible.

A simplistic representation of an endless network of files and tags. In reality, these networks are much more complex and far-reaching. The large arrow represents your enterprise website. Each of those nodes represent a tag firing, and each tag firing poses a potential risk.

While most of these connections are benign, each tag is continuously changing and updating. Many of those changes are relatively minor, such as timestamps. But these changes could also be a significant code alteration or addition used to grab valuable customer data on purpose, or even by accident. These changes could also represent activity from a hacker. Without someone carefully tracking each change along the entire network, there is simply no way to know which changes are problematic, and no way to protect your customer’s data from ending up in the wrong hands.

Until now.

At Vault JS, we use a combination of machine intelligence and human analysis to power our Digital Marketing Assurance Platform. Our continual analysis system identifies every code change in your tag ecosystem, and then flags any suspicious changes to our experienced tag experts to investigate. That’s what makes the Vault JS solution so effective and so unique—only Vault JS has the sophisticated machine tools and the JavaScript expert team in place, working in unison, to give you the assurance you need.

Protecting client data is no longer solely the responsibility of IT or the CISO. According to accounting firm KPMG, “Continuing technology-driven disruption fueled by advanced technologies, such as artificial intelligence, blockchain or cloud, creates more fertile ground for cyber security breaches and attacks. These threats require an integrated approach, embedding cyber in all technology-fueled growth decisions.”

That’s why digital marketers recognize that, as the domain expert of the technologies they run, they also bear the responsibility of monitoring the third-party JavaScript they deploy. Fortunately, they can manage the risk by employing the use of a Digital Marketing Assurance Platform.

It means you can benefit from all the martech tools you want to use without worry, knowing your customers and your company are free from the dangers of stolen or misappropriated consumer data. Developing a Digital Marketing Assurance Platform means you can…

• Use the best martech tools to out-market your competition
• Gain peace of mind about your customers’ PII with an important additional layer of protection
• Free yourself from investigating alerts or monitoring privacy SLAs
• Ensure the best user experience

Contact Vault JS and get the benefits of a digital marketing assurance platform today!